7 Tricks to construct a high-converting Fb touchdown web page


You’re spending a whole lot — perhaps even 1000’s — of {dollars} a month on Fb advertisements.

That cash is shopping for you a ton of impressions and clicks, nevertheless it isn’t delivering in the one space that actually issues: conversions. What provides?

Almost certainly, the difficulty lies along with your Fb touchdown web page.

Perhaps there’s a disconnect between your touchdown web page and what you’re promising in your advertisements. Maybe your pitch isn’t persuasive sufficient. Perhaps your touchdown web page simply doesn’t look credible or reliable.

Regardless of the case, you could repair the issue quick if you wish to begin producing some critical bang to your advert bucks.

Learn on to learn to create a Fb touchdown web page that converts (together with loads of real-world examples to encourage you).

What’s a Fb touchdown web page?

A Fb touchdown web page is the primary web page somebody sees after clicking the name to motion (CTA) in a Fb advert.

Fb touchdown pages are totally different from different pages in your web site as a result of they’re designed to enrich a particular advert and solely exist for a single function: driving conversions.

They obtain this by replicating the theme and narrative of the Fb advert, corresponding to utilizing an identical visible model, tone of voice, provide, and name to motion.

Why do you want Fb touchdown pages?

Fb touchdown pages strip out pointless “noise” like navigation menus and inside hyperlinks. As a result of their complete function is conserving guests on the web page till they convert, not persuading them to discover different elements of your web site.

This makes them extremely efficient at convincing guests to:

  • Purchase a services or products
  • Fill out a lead seize kind
  • Join an on-line course
  • Register for a web based occasion
  • Ebook a product demo

To grasp why Fb touchdown pages work so effectively, simply think about what would occur should you despatched customers to a unique web page in your website, like your homepage.

Quite than instantly being introduced with the particular give you referenced within the advert, they’d see a bunch of irrelevant info — hyperlinks to random class pages; banners selling your newest weblog publish or e book; a number of CTAs for various services and products.

They’d be fairly confused, proper?

In contrast, a devoted Fb touchdown web page is instantly recognizable as a result of it solely contains particular details about the advert they clicked by means of from, thereby creating a completely seamless consumer journey from click on to conversion.

Images showing the different stages of a Faceook Lead Ad

This helps to elucidate why the common conversion fee for a touchdown web page is 9.7%, in comparison with simply 2.9% for the common web site as an entire. In different phrases: would-be prospects are over 3X extra prone to convert in the event that they land on a devoted Fb touchdown web page relatively than another random web page in your web site.

So if you wish to enhance your conversion fee, you possibly can’t afford to reside with out Fb touchdown pages.

Methods to create a Fb touchdown web page to maximise conversions

Constructing a devoted Fb touchdown web page isn’t any assure of success. You continue to have to get the fundamentals proper in case your touchdown web page goes to drive conversions.

Remember to comply with these greatest practices when creating your touchdown web page…

Guarantee a seamless consumer journey between your advert and touchdown web page

You set a variety of time, effort, and cash into constructing Fb advertisements that individuals need to click on.

So the very last thing you need is for guests to reach in your touchdown web page then bounce instantly.

That’s precisely what is going to occur if the “vibe” of your touchdown web page doesn’t align with the advert they clicked by means of from.

In an excellent world, you need customers to really feel like they’re on a seamless journey, the place the touchdown web page clearly echoes the model, tone, and messaging of the advert they clicked.

As an instance our level, let’s check out one advertiser that understood the task, and one other that will get all of it fallacious.

👍 Good

On-line bodily remedy course firm Physiotutors goes to nice lengths to spell out the advantages of its product in its Fb advertisements, from the vary of languages they help to the flexibility to be taught at your personal tempo:

Facebook ad from online physical therapy course company Physiotutors

Nicely achieved, Physiotutors — you satisfied me to click on.

Once I arrive on the Fb touchdown web page, it’s instantly apparent that I’m in the appropriate place. Identical brand, similar coloration scheme, similar USPs:

Online physical therapy course company Physiotutors Facebook landing page

View Physiotutors full touchdown web page

So there’s nothing right here to place me off wanting to search out out extra.

👎 Not so good

We hate to call and disgrace, however subscription field firm BoxyCharm has created a consumer journey that feels extra jarring than seamless.

The advert ticks a variety of packing containers — a limited-edition provide to drive motion; a bunch of high-profile model names; a photograph of everybody’s favourite third-wave ska lead singer:

BoxyCharm Facebook ad featuring Gwen Stephani

Once I clicked the “Signal Up” CTA button, I anticipated to be taken to a signup web page, doubtless containing some evaluate scores and different belief indicators, all designed to steer me to transform. Sounds apparent, proper?

As a substitute, you find yourself on the primary web page of a “magnificence quiz”:

BoxyCharm Facebook landing page which starts off asking "what is your skin tone"

View BoxyCharm’s full touchdown web page

Hey, the place did Gwen Stefani go?

Just like the CTA promised, you’re anticipating to join one thing, not reply a bunch of questions on your make-up preferences. It actually looks like they’ve by accident redirected you to the fallacious web page.

If the quiz is a necessary a part of the trail to buy, they need to have talked about it within the advert copy to keep away from this form of confusion.

Give attention to one key message

When you attempt to talk too many alternative issues in a single place, you threat complicated your viewers — and (most) individuals don’t purchase once they’re confused. So give attention to a single key message or promoting level and seek advice from it all through your advert copy and touchdown web page.

With 10k Course Creator, the important thing message is correct there within the title: giving on-line course creators instruments and techniques to construct a $10,000+ per 30 days income stream.

It’s a compelling pitch — each course creator needs to earn cash, proper? — so their advertisements and touchdown web page copy by no means veer removed from it.

Look how typically they point out constructing a $10,000 per 30 days on-line course enterprise on this advert:

Facebook ad from company 10k Course Creator

And, in fact, it’s one of many first belongings you see when arriving on their touchdown web page too. Simply in case you wanted reminding why you clicked the advert.

10k Course Creator's Facebook landing page

View 10k Course Creator’s full touchdown web page

It’s additionally value mentioning that this marketing campaign doesn’t ask guests for an excessive amount of.

You’re not being inspired to purchase a course straight off the bat — as an alternative, they only need you to join a free, 20-minute workshop, with the promise of studying three secrets and techniques to achieve that attractive-sounding $10k-per-month goal.

Register now call to action located on 10K course creator's Facebook landing page

Selling this form of low-friction provide is an efficient approach to enhance the conversion charges of your advertisements and touchdown pages.

When you enroll, you’re of their gross sales pipeline they usually can goal you with e mail sequences promoting their paid programs.

Make it straightforward to transform

Some of the frequent points we see with Fb touchdown pages (or any touchdown pages, for that matter) is that they don’t make it straightforward for guests to finish the specified motion.

Like, they bury the decision to motion on the very backside of the web page, or don’t make the CTA button stand out.

These types of primary errors value companies a ton of leads and gross sales — however happily, they’re straightforward to rectify.

Vegan meal equipment supply model Purple Carrot exhibits us the way it’s achieved.

For starters, their Fb advert is straightforward to know and carries a transparent message: should you join this provide right now, you’ll save $100 in your first 4 meal packing containers.

Facebook ad from Purple Carrot

The “Order Now” CTA button makes it crystal clear that they count on you to purchase one thing should you click on by means of from the advert.

On the touchdown web page, Purple Carrot repeats the low cost message, making it instantly apparent that you just’re in the appropriate place. Better of all, the provide is surrounded by CTAs to get began:

Purple Carrot's landing page from their Facebook Ad

View Purple Carrot’s full touchdown web page

Want extra convincing?

Beneath the fold, Purple Carrot showcases its newest meal kits…

A section on Purple Carrot's landing page that highlights "Meet our Best-Selling Meals"

…and builds social proof by highlighting among the publications it’s appeared in:

Social proof section on Purple Carrot's landing page

Importantly, nonetheless deep within the web page you scroll, the inexperienced “Get $100 off” CTA button is all the time seen on the top-right of the display screen…

FAQ section on Purple Carrot's landing page

…so that you’re solely ever a click on away from changing.

Create campaign-specific touchdown pages

Constructing touchdown pages is never a one-and-done train.

You’ll virtually actually have to construct extra whenever you launch a brand new advert marketing campaign — except you intend to advertise precisely the identical provide or goal the identical viewers endlessly.

Coworking area firm THRIVE Coworking demonstrates the significance of personalizing your advertisements and touchdown pages to achieve and appeal to totally different audiences.

Provided that they run bodily workspaces throughout six US states, it’d be virtually not possible to transform would-be prospects with a single Fb touchdown web page. As a substitute, they constructed devoted advertisements and touchdown pages for every coworking area. 

Right here’s considered one of THRIVE’s advertisements for his or her location in Snellville, GA…

Facebook Ad from Thrive Coworking

…which sends customers to a devoted Snellville touchdown web page that explains the perks of being a member and the sorts of workspaces accessible:

Facebook landing page fro Thrive Coworking

View Thrive Coworking’s full touchdown web page

Certain, this form of personalization requires just a little extra effort than simply counting on a single ad-and-landing-page combo, nevertheless it’s much more doubtless to generate leads.

Additionally, we like the best way that the orange “Ebook a tour” button seems in each the Fb advert and the touchdown web page.

As one of many few colourful components above the fold on the touchdown web page, it naturally attracts the attention, encouraging guests to click on and convert.

Promote, promote, promote

Fb touchdown pages aren’t the place for the soft-touch method — they’re all about driving speedy motion.

If somebody’s not going to transform, it makes no distinction whether or not they spend 5 seconds or 5 hours in your touchdown web page; the top outcome is identical. So that you would possibly as effectively use direct, action-oriented messaging to scare off the tire kickers and persuade those that are prepared to purchase.

On-line woodworking video coaching firm the WoodWorkers Guild of America (WWGA) undoubtedly is aware of its ABCs — “all the time be closing”, that’s.

On this Fb advert, it gives a huge low cost to drive signups — presumably assured that prospects will stick round and pay full value when it’s time to resume their membership:

WoodWorkers Guild of America Ad on Facebook

Then we get to the touchdown web page, which is a conversion-driving machine. 

It stresses that it is a limited-time provide, so that you’d higher act quick should you don’t need to miss out:

WoodWorkers Guild of America's Facebook landing page

View WoodWorkers Guild of America’s full touchdown web page

And should you’re nonetheless not satisfied at that ultra-low value, they hit you with an exit intent popup providing the identical package deal for simply $0.65:

WoodWorkers Guild of America exit intent popup on their landing page

It’s onerous to think about many individuals not being persuaded at that value level — even when WWGA’s content material sucks, you’ve solely spent the value of a pack of gum.

Anybody who doesn’t convert was most definitely by no means going to.

Optimize your Fb touchdown web page for cellular

4 in 5 Fb customers solely go to the social community through a cell phone, whereas simply 1.5% solely use a laptop computer or desktop pc.

So should you don’t have a mobile-optimized touchdown web page, you’re alienating virtually your entire viewers of your Fb advert campaigns.

This pattern towards cellular shopping makes it more durable than ever to seize and retain your viewers’s consideration. Information feeds are busy — and if customers don’t discover on the spot gratification, they’ll simply change to a unique app.

All of which suggests it’s very important your Fb touchdown pages play good on cellular screens. For example, you must:

  • A/B take a look at CTA button copy, colours, and places to search out the combo that stands out greatest
  • Make it straightforward for customers to leap to the highest or backside of the web page utilizing sticky headers and footers
  • Prioritize single-column relatively than multi-column web page layouts

Okay, let’s check out an advertiser that will get it proper.

Dropshipping platform Spocket makes use of Fb advertisements to drive signups for its 14-day free trial by discussing key advantages like entry to US-based suppliers and quick transport speeds:

Spocket Facebook Ad

The advert copy and “Signal Up” CTA make it clear that the entire level of clicking by means of is to hitch the platform.

While you go to the touchdown web page on cellular, you’re introduced with the identical key messaging across the vary and high quality of suppliers, plus a easy, mobile-friendly e mail seize kind:

View Spocket’s full touchdown web page

Through the use of a single-column format, a single-field lead seize kind, and an enormous “Get began” CTA button, Spocket makes it tremendous easy for cellular customers to transform.

Add the Meta pixel to your touchdown web page

Understanding how your viewers reached your Fb touchdown web page (and what they did once they received there) is essential to optimizing your campaigns.

To do this, you could set up a bit of code in your touchdown web page generally known as the Meta pixel, which tracks the actions individuals carry out — like finishing a kind or shopping for a product — once they click on by means of to your web site from Fb or Instagram.

👉 Learn our step-by-step information on find out how to arrange the Meta pixel in your Fb touchdown web page with AWeber.

Construct high-converting Fb touchdown pages and e mail sequences with AWeber

For a lot of manufacturers, Fb touchdown pages go hand-in-hand with e mail sequences.

You run advertisements to focus on potential prospects, persuade them handy over their e mail deal with in your touchdown web page, then nurture them till they’re prepared to purchase by means of a gentle stream of selling emails.

Wouldn’t it’s nice should you may construct high-converting touchdown pages and fascinating e mail campaigns in a single platform?

Seems you possibly can!

With AWeber, you possibly can design stunning touchdown pages utilizing our intuitive drag-and-drop builder.

Then welcome your new subscribers with pre-built autoresponders, use dynamic content material to craft extremely customized emails, and run A/B cut up assessments to degree up marketing campaign efficiency.
Join your free AWeber account right now!


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